When Amy Perez started making deodorant in her kitchen from organic ingredients, she had no idea it would change her life.

Never mind an entire industry.

What started as a way to give her family an alternative to the toxic chemicals found in deodorants quickly blossomed into a full-on business. One that gave Amy a way to channel her passions for health, fitness, and the environment into products that are better for your body and better for the planet.

The brand was Primal Pit Paste. And people loved it.

The company grew fast—so much so that it attracted the attention of folks with similar-sounding business names. So to avoid any messy legal stuff, Amy simply agreed to change the name. Hello Pretty Frank.

The things that made Primal Pit Paste a beloved brand are still true today about Pretty Frank:

• Organic, food-grade ingredients inspired by the kitchen, not the lab.

• No aluminum, no parabens, no synthetics, and no fake fragrance.

• An understanding that different people have different body chemistries, and they need products that suit them accordingly.

• A commitment to sustainability: Pretty Frank is eliminating waste and moving to 100% plastic-free packaging by the end of the year.

• A commitment to sustainability, part II: Pretty Frank products contain no preservatives so they’re free from water—and made using waterless production techniques.

• Always being 100% frank about the stuff we make—and never hiding dubious ingredients behind clever descriptions (you know who you are).

We’ve been on an amazing journey this past decade. Pretty Frank now offers 65 products across three different categories— deodorant, body care, and oral care. We’re constantly innovating, thinking of new ways to reduce our footprint while launching entirely new categories. Take the game-changing deodorant ball, for example.

And we’re always listening to you, our customer, re-introducing Primal Pit Paste in an anniversary collection featuring scents selected by popular demand. Just a little something to remind us all how far we’ve come, and where we’re going.

Here’s to the next 10 years.